National brand bid deserves more thought

A CAMPAIGN backed by Fortescue Metals Group’s Andrew Forrest would have all Australian food sold overseas under a single brand and logo. The concept would have food, including beef, vegies, cheese, wine and high-end condiments predominantly branded as Australian ahead of their individual branding, while also certifying them as clean, green and safe. Trade Minister Steve Ciobo will work with Austrade and market researchers to design the branding, which would apply to all food, even to high-end wine labelling.